Canceled Homework

We all know cooking with your kids teaches them important life skills. But did you know they can also learn math, science, and even social studies. To prove that learning to cook is just as important as learning to read and write, we canceled traditional homework and replaced it with cooking-based lessons.

To launch this campaign, we created a series of films where we asked real kids about what they’ve learned in the kitchen. These spots, then drove people to find out about and to participate in our Kitchen Lessons program.

We worked with educators to develop a cooking-based curriculum that teachers could send home with kids in place of homework.

We also made these cooking lessons and recipes available on our website. To see it in action, click here.

Finally, we partnered with 11 elementary schools across the country to set this program in motion. This program is still going on now. Check back in at a later date to see what happened!

(Copywriter: Me, Art Director: Katie Hopkins, CDs: Mike Cornell & Latasha Ewell)